Abstract
The current study investigates the consumers’ co-destructed experiences with after-sales services (AS) through the lens of Conservation of Resources (COR) theory and Service Dominant Logic. The research is carried out in two phases. First, a qualitative study is conducted by analyzing consumer stories about co-destructed AS experiences with data collected from a public complaint website and three focus group interviews. Second, the proposed model is empirically tested on 207 consumer responses collected through a survey. The results reveal different paths on which consumers’ secondary losses either lead to low AS satisfaction or punitive behaviors after experiencing a co-destructed AS interaction.
Original language | English |
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Journal | Services Marketing Quarterly |
Volume | 44 |
Issue number | 4 |
Pages (from-to) | 251-276 |
Number of pages | 26 |
ISSN | 1533-2977 |
DOIs | |
Publication status | Published - 2023 |
Externally published | Yes |
Keywords
- After-sales services
- Conservation of resources theory
- Service dominant logic
- Value co-destruction